According to recent studies, more than one-third of patients used a different doctor than they did for their most recent exam. Showing up in local searches when people are looking for an eye doctor can be an important way to gain new patients and build your practice.
You can improve your practice’s position by combining a Premium listing on the Think About Your Eyes Doctor Locator with a Google Plus Small Business listing.
In 2015, the search engine optimization software company, Moz, studied click-through rates based on rank. The website listing that showed up first was clicked on by 30% of the audience, while the second ranked result only had a 15% click-through rate. The third ranked result was only clicked on 10% of the time, and listings below that performed even worse. You want to make sure when a new patient is looking for an eye doctor in your zip code that your practice makes it to the top of the list.
Think About Your Eyes can help. First, nearly 20% of thinkaboutyoureyes.com visitors search for a doctor when they visit the site. With Think About Your Eyes generating about one million visitors per year, your practice should be seen when your zip code or one nearby is searched.
Even better, a Premium listing will not only ensure your practice is seen first, but because the Think About Your Eyes website was made crawlable, any additional practice information included in your Premium listing will be seen by Google bots and will help your practice rank higher during organic searches.
The second thing you can do to improve your ranking is to set up your practice as a Google Plus Small Business…at no cost. Since Google is constantly adjusting its algorithm to increase relevance for searchers, in August of 2015 it changed the number of locations displayed in the box at the top of the search results (called the “snack pack”) from seven results to six. Your practice can only qualify to be listed in the “snack pack” if you create and verify a business profile on Google, managed through the Google My Business platform at this site: google.com/business/ce/mws.
Complete the business information for your practice, fill in all categories (business name, address, phone, web address, description, hours of operation, specialties and images) and make sure the business description includes relevant keywords. These steps, while requiring some effort and a small expense for the Premium listing, can help patients in your area find your office through Think About Your Eyes and Google Plus. To get started, sign up at thinkaboutyoureyes.com/enroll.
Dana Fairbanks is integrated marketing manager of Think About Your Eyes, an industry-funded public awareness initiative promoting the importance of an annual eye exam and overall vision health. First Vision Media Group (publisher of VCPN) supports Think About Your Eyes as a media partner and provides space for this monthly Guest Editorial.